Exploring the future of programmatic advertising, advanced audience targeting and beyond
In this day and age, characterised by an increasingly digital world, leveraging the power of data-driven marketing, advertising, and technology is significant for businesses and brands who are looking to stay ahead of the curve. Though only two years old, DATAMATIXX Summit and Awards is proving to be the ultimate platform for industry leaders, marketers, advertisers, and tech enthusiasts to gather, collaborate, and discover the cutting-edge developments that are shaping the digital ecosystem.
The second edition of DATAMATIXX 2023, held in Mumbai on July 28, 2023, saw an interesting fireside chat on ‘Future of Programmatic Advertising, Advanced Audience Targeting and beyond’. The session was moderated by Amitabh Bishnoi, Growth & Initiatives, Valueleaf Group, and the esteemed panellists included:
Devi Prasanna Pradhan, AVP – Digital Marketing, LoanTap Financial Technologies
Siddesh Kerkar, Lead - Marketing and Alliances, Aditya Birla Finance - Udhyog Plus
Varsha Khandelwal, Vice President – Digital Marketing, Quantum Mutual Fund
At the outset, Amitabh Bishnoi asked the panellists to share their views on how they have seen the development of programmatic over a period of time and what are their expectations from a platform today.
Varsha Khandelwal opined, “I think deeper adoption of smartphones was an early indicator of acceptance of programmatic in India. While according to me, at the present we are undoubtedly in an era where we believe in programmatic and everything. Advertising then becomes a subset in some sense. That said, the evolution has been great and phenomenal. One of the key points to cover is ad formats. From being only digital to visuals, audio, native, etc., we get more placements to cover omnichannel. And then with real time bidding, we are being able to efficiently target people and get data driven insights because of the advancements in the tools. Some of the concerns of advertisers have been early stage ad frauds, where we thought that was bot traffic. However, with the advancement of technology that has kind of being taken care of.”
She added, “Programmatic has become more affordable, therefore, more and more people can try it and meet their ROI targets. So, the evolution is phenomenal, and in terms of branding and performance, it helps me.”
Bishnoi noted that a strong shift is being seen from mere branding to performance-based advertising. In this context, he wanted to know from the panellists as to how they think programmatic is actually helping them in that and is it moving to be a better ROI model format for them.
Devi Prasanna Pradhan responded by saying “Right now I’m working with fintech and before this, I have been working with education. With other industries, if customers have the intent and means, then the customers can be converted. But education, and specially lending, are the ones where even if the customer has high intent and has the means, there is a good chance of the customer getting rejected. This is where ROI becomes very important.”
Siddesh Kerkar noted, “Right from the start of digital marketing in India, everybody wanted to understand what is the way in which they can identify the intent of the audience. There was a lot of pressure on platforms like Search Engines, where the person was searching for something and there you know the intent of the user. Finding the right intent is very important. Through programmatic, we have been able to identify that intent to some extent.”
These are edited excerpts. For the complete discussion, please watch:
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